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SOURCE:    Philology. Theory & Practice. Tambov: Gramota, 2013. № 3. Part 2. P. 109-115.
SCIENTIFIC AREA:    Philological Sciences
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DYNAMICS OF STRATAGEMIC-TACTICAL ORGANIZATION OF ADVERTISING DISCOURSE
Kochetova Larisa Anatol'evna
Volgograd State University
Abstract. The author substantiates the necessity of studying the persuasiveness of advertising discourse in terms of historical discourse studies, reveals the main tendencies and vectors of intentional component changes of English advertising, creates the typology of strategies, determines their functional specificity and the features of language implementation on some historical stages of advertising discourse existence, proves the dynamics of its stratagemic-tactical organization, and shows the tendencies of development.
Key words and phrases: дискурс, рекламный дискурс, диахронный подход, динамика, стратегия, тактика, discourse, advertising discourse, diachronic approach, dynamics, strategy, tactics
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